The desired outcome dictates your strategy: This is true in any game or competition. But the tactics that win differ depending on your environment, allies, competition, the rules of the game, and the tools at your disposal. The same is true in marketing—particularly when comparing B2B and B2C. Across roles and functions—product marketing, demand generation, field marketing, digital and web, content, or communications—B2B marketers face distinct challenges. It’s not that there
The marketing world is going quickly. There is no assurance that what is going to work today will still work in a month—never less than a year. But how do you make sure you don't lose out on the next big trend in B2B marketing? It's not always that convenient. The internet is filled with posts forecasting up-and-coming B2B marketing patterns, without offering any real advice about how to tap into these trends. That's why we've put together this list of a few B2B marketing exa
Gamer stereotypes often include images of teenagers in a basement. Bin that image right now. Here come the mums who are taking gaming to the next level. Gamer mums are content consumption machines, according to the study from Activision Blizzard Media, conducted by research agency Alter Agents. By measuring women aged between 25-54 years old who have at least one child at home under the age of 18, they found that mums view entertainment, including gaming, as an important and
Tik-Tok is buzzing right now and every brand big or small is looking to use this platform to drive reach and engagement with its audiences. While brands need to be sure what role this channel plays in their overall marketing mix, there is no doubt there is some serious ROI that one can see if they do things right. Here are a bunch of things that you should consider while building and optimizing your campaign: 1) Tik Tok uses a non-front-facing metric called 'Ad Rank' to deter
Youtube has launched a new tool aimed at small businesses that need a simple, low-cost way to create videos, but may not have the creative experience or technical know-how required to do so. The YouTube Video Builder, as the new tool is simply called, has been in testing with a small group of customers for months but has been rushed to launch more publicly in light of the COVID-19 pandemic, where in-person video shoots are no longer an option, and many small businesses are st
Headlines Google commit $800m to COVID-19 relief efforts and Amazon teamed up with WHO to help their efforts. Apple launched a COVID-19 screening app and website and at the same time donated 10m masks to healthcare workers. Twitter is working to keep its systems running due to levels of demand while TikTok has launched daily live-streams amid the COVID-19 lockdowns. Snapchat added a dedicated COVID-19 section to the Discovery Tab and rolled out a mental health feature. On pla
Yes, we do see a declining trend but encouragingly, opportunities appear to exist – at least to an extent. We’ve pulled together a few macro trends and observations, share some of the strategies that we have been seeing success with, here are the ones that stand out. Global CPMsfor eComm is down by around 50% since the start of the month. However, they may be on the rise again. Global CPCshave also been dropping, but not quite as dramatically. They have been relatively stable
The power of content lies in entering an audience’s heart and mind through a consistent story well told; one with people, not products, at its core. We all resonate with that. Your audience needs to connect with your content first. It’s the ignition of brand love. It’s what drives inspiration. Successful brands heavily use written, audio, visual, and experiential content to drive full-funnel marketing campaigns: awareness, interest, desire, and action. Great content does not
The week’s stories include Facebook’s ban on ads for face masks, social networks working with governments to counter Covid-19 misinformation while audiences seem to be indulging disaster viewing with record downloads of the film Contagion. Headlines Snapchat has added Ground Transformation, lenses for floors. Twitter flagged a Trump RT as manipulated media. Spotify is looking to bring voice recognition to the app. Grindr has been sold to private equity after the US raised sec
Welcome to This Week in Digital: a week that has seen a landmark surpassed, as Alphabet, Google’s parent company, tops a US$1 trillion dollar valuation. Headlines Instagram is dropping the IGTV button from within the Instagram app. Google’s Sundar Pichai calls for AI regulation. Pinterest looks to cultivate a positive user experience as it expands its ‘wellness’ programme. LinkedIn rolls out a host of new features including invite to follow, LinkedIn Live and page administrat
Welcome to the first This Week in Digital of 2020. We’ve covered all of the updates from CES, news of an acquisition in the world of video and insight on how brands are using TikTok.Headlines Tremor has bought Unruly from News Corp for a significantly lower price than they paid for it, but with a commitment of future profits. YouTube has disabled personalised ads and comments on children’s videos to conform with the Children’s Online Privacy Protection Act (COPPA). Snap has l
The Asian Tigers look to be back to their roaring best in 2020. While the outlook looks bleak in India there is definite way that growth can be achieved using a mashup of media, technology, and content.We have compiled some fantastic stuff from across the globe, which showcases the trends across these 3 domains…..and how businesses have used them to their advantage.
Wishing you all a Great New Year!
You can view the trends here: https://www.slideshare.net/bps75/driving-growth